Melinda, Steffi sherine (2023) Pengaruh Green Marketing, Greenwashing, dan Green Confusion terhadap Green Brand Equity: Studi Pada Konsumen Starbucks di DKI Jakarta. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh dari excessive product packaging terhadap greenwashing dan green confusion, mencari pengaruh dari greenwashing dan green confusion terhadap green brand equity secara langsung dan tidak langsung melalui moderasi dari brand credibility. Penelitian ini diharapkan dapat berkontribusi bagi perkembangan keilmuan manajemen, serta memberikan manfaat kepada pihak manajemen Starbucks. Penelitian ini termasuk kedalam jenis penelitian kuantitatif, dengan jumlah sampel sebanyak 300, teknik pengumpulan data yang digunakan adalah kuesioner, dan aplikasi statistik yang digunakan adalah gabungan dari SPSS dan AMOS. Hasil penelitian menemukan bahwa excessive product packaging berpengaruh secara positif terhadap greenwashing dan green confusion, greenwashing dan green confusion berpengaruh secara negatif terhadap green brand equity, dan brand credibility memoderasi secara positif pengaruh dari greenwashing dan green confusion terhadap green brand equity.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | Excessive product packaging; greenwashing; green confusion; brand credibility; green brand equity | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | Steffi Sherine Melinda | ||||||||
| Date Deposited: | 04 Jul 2023 07:58 | ||||||||
| Last Modified: | 04 Jul 2023 07:59 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/56337 |
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